In the complex and changing period, can the online layout become a new engine for dining companies?

Online business has become an important revenue channel for catering companies in a special period. So, can the online layout become a new engine for food companies in the future?

This article was originally launched by the Red Meal Network (ID: hongcan18), author: Zhou Lixi.

The epidemic is repeated, the dangers have been suspended, the revenue of corporate revenue is sharp, and the operations are not available ... The catering industry is currently facing a complex and uncertain environment. In such a special environment, how can catering companies break through their predicament? How can thousands of catering people cross the cycle?

From July 19th to July 21st, the Douyin Life Service and Red Mealing Network jointly launched a round table salon of "Catering Catering · Help to recover" to help the catering industry recovery and development.

The first salon event held on the 19th invited three guests in the catering industry, Yin Jiangbo, chairman of Foods Shangguo Group, Feng Chun, founder Sui Zhengjun, founder of the wooden house barbecue, and Xu Ji Seafood Customer Operation Director. Fan Ning, the co -founder of the dining net, and Wang Dingzheng, the head of the Douyin Life Service Marketing Center, and Chen Huiling, the founder of the service provider, shared the views of all parties on the "dining industry trend".

The big problem is difficult to solve, and the catering industry is still "difficult"

Under the normalization of the epidemic prevention and control, the catering service industry, as a typical contact and gathering industry, has been greatly affected.

On the one hand, the cash income brought about by the decrease in dangers, the decrease in storefront flow of the store, and the shrinking of market demand declined sharply; on the other hand, the operating costs of employees, rent, ingredients, etc., whether it is a big brand chain or a small lane Momo. The stores are all facing unprecedented pressure and dilemma.

"The most direct impact of the special environment on the operation of catering is the sharp decline in cash flow. During the period when the food cannot be opened, the catering people are very torment." Yin Jiangbo, the chairman of Foods Shangguo Group, said at the round table salon. Essence

At the same time, rigid expenditures such as rent and employee salary are still high. When the epidemic struck Guangzhou for the first time in 2020, Tao Taoju, a subsidiary of Foods, was forced to press the pause button. The company only has a meager takeaway income, but it also has to pay about 20 million yuan in salary, accommodation, benefits, etc., and more than 8 million yuan in store rent. At that time, Tao Taoju's hard cost loss was as high as more than 30 million yuan.

In addition to rent and labor costs, the cost of ingredients is also a "big mountain" that is pressed on the catering industry.

Like in late March this year, pork prices across the country have risen and continued to rise for three months. Especially when it entered in late June, the average pork wholesale prices in the country directly exceeded 28 yuan per kilogram. For example, in mid -April this year, many domestic avocado companies have also announced the price increase, and the price increase of ingredients has brought a lot of cost pressure to the terminal food company.

In addition, more importantly, during the special period of the epidemic, the supply chain side of the food company also encountered a lot of trouble. Dining companies, such as Xu Ji Seafood, are mainly influenced by the environmental influence of the environment. Feng Chun, director of the operation of Xu Ji Seafood Customer, said: "The epidemic affects the supply of raw materials nationwide, leading to unstable prices, and not timely logistics distribution. These will directly affect store operations."

And it is far from these problems in front of the food company. The management of the employees of the restaurants and the soothing of the employees in the special period cannot be ignored. Yin Jiangbo said that during the administration of Shanghai epidemic, more than 500 employees in Tao Taoju stayed in the dormitory. In a special period, employees cannot work and disrupt the laws of life. At the same time, corporate employees also involve countless families, which may cause a series of problems. These problems are also faced and actively responding.

The income has fallen sharply, and the high costs such as rents, labor, and raw materials that are difficult to compressed. All kinds of unfavorable factors make the operation of food companies more difficult. According to the statistics of the Red Meal Industry Research Institute, the number of restaurants in the country in the first five months of this year reached more than 840,000.

Open source becomes the key, online operations help the recovery of food companies

"Want to cross the Yellow River Bingsechuan, you will go to Taihang Snow Mountain."

Even if the difficulty is difficult, the catering people are still actively carrying out self -rescue. Many operators have optimized corporate structure and reduced operating costs, and chose "weight loss reduction" in special periods.

"Slotting" is essential, but "open source" is even more critical. Under the epidemic, catering companies are also expanding more channels, opening up new growth curves, and seeking survival and development. Among them, many merchants have aimed their attention to the line, striving to break through, and find new growth points.

Large traffic and many Douyin life services have become the first choice for many dining companies. According to Wang Dingyi, the person in charge of the Douyin Living Service Marketing Center, in the first half of this year, the number of food companies that opened Douyin Life Service Online Purchase and operated food companies doubled. The conversion rate at the store is also relatively happy. As of now, all consumers' offline stores have increased by more than 60 times, and the transaction volume has increased by more than 200 times.

For example, Tao Taoju and the Douyin Douyin Life Service Team, through the form of official short videos, official live broadcasts, and master short videos, improved its own brand exposure and conduct online sales. Since entering the Douyin Life Service, its platform topic has reached 50 million.

From September 2021, Tao Taoju opened Douyin Life Service to operate to June this year, and its total live sales have reached 8.2 million. In addition, Tao Taoju has continued to expose and increase the heat of the store with the help of short videos. In the first half of 2022, Tao Taoju's short video also exceeded 3.3 million.

Xu Ji seafood uses the "plot" style of the people to convey its brand value and product concept to consumers with the help of the platform. From the official operation of the jitter in October 2018, Xu Ji Seafood continued to output the video content every month, and it has been harvested 830,000 fans. On June 28, the total number of live broadcasts of a single game exceeded the new high, reaching 3.21 million. Behind a single breakthrough, it was the accumulation of Xu Ji's long -term investment and the accumulation of professional team operations. Not only do large chain food companies achieve good results from the online channels, the vast number of small and medium -sized catering merchants also benefit from online operations. Chen Huiling, the founder of the Douyin Living Service, shared the case of an online layout of a small and micro -meal company. The online attracted passenger flow also increased the sales volume of other dishes. In the end, the monthly store turnover exceeded 800,000 yuan. "

It is worth mentioning that when catering companies continue to explore the opportunity to transform active online traffic into customers offline to store consumption, Douyin Life Service officially launched the "Subsidy Chamber of Commerce and Huimin" to launch six major measures to help help Merchants resume production and operation as soon as possible, provide consumers with higher cost -effective goods and services, and help the city's economic recovery after the cities.

In addition, Douyin Life Service hopes to help merchants broaden their business ideas, master operating skills, find new breakthroughs in business, launch a "merchant help plan", launch high -quality courses such as industry trend, big coffee sharing, and merchant operation skills to help merchants quickly quickly quickly and quickly quickly. Apply, recover quickly.

More and more catering operators choose to operate in Douyin Life Service, and complete the transformation from brand promotion to transactions to full links.

"Fire" is not advisable, and cultivation can be used to make blood!

As we all know, online platforms have amazing traffic. For example, the Douyin public domain flow pool is as high as 600 million, covering users of all ages.

Through online platforms such as Douyin, some food companies have indeed achieved a lot of results. But in the current environment, how should merchants accurately drain and transform them into passenger flow and revenue? These are still issues that catering people need to face up.

In the past, the online business of the catering industry spent a period of barbaric growth. A small number of food companies were "hungry". In order to quickly obtain online traffic, the price dropped again, and was eventually trapped in the "price war".

In order to pursue online drainage, a few operators achieve the effect of "fire" and ignite the fire; they wanted to create cost -effective, but they came to extremes and defeat themselves. Cheap products not only broke the original price system of food companies, but also not conducive to the long -term development of the brand and the industry.

In this regard, Sui Zhengjun, the founder of the wooden house barbecue, pointed out that "it doesn't make much sense to rely on discounts alone. Many stores are twisting and twisting, attracting too many people, customers complain, but they need to hit the brand. Go to the catering brand, so as to bring actual growth to the catering brand, rather than the short -term surface growth. "

The price war is unsustainable, and long -term operations are the common expectations of catering companies and platforms. Wang Dingyi also believes: "Behind each traffic is a real user. Online traffic puts forward higher requirements for offline operation capabilities." Therefore Trees to diversify service, and is committed to empowering more and more dining companies.

As Chen Huiling said: "At present, the short videos of the experts, the live broadcast of the experts, and the group purchase business that consumers are widely contacted are just the tip of the iceberg service of Douyin. Life service content production and publicity and other systems, promote corporate culture, build IPs, and establish brands, realize the integration of product effects, promote transaction growth, while accumulating long -term brand assets. "

Wang Dingyi also emphasized: "The advantages of Douyin life service are not limited to short video announcement functions. Content form, prevail the consumer experience of the dishes store, store environment, etc., and shorten the decision -making cycle of consumers. "

In reality, some companies have seized the opportunity of winning through Douyin's life service. Just like Xu Ji's seafood layout of Douyin's life service, a professional operation team has been formed, and online channels can be described as the advantage of the opportunity.

Undoubtedly, the layout of online channels has become one of the important measures for enterprises to obtain brand income and sales income.

- END -